Vox Behavioral Insights Practice Opens in US

In the US, comms agency Vox Global has opened a Behavioral Insights practice, led by SVP and company Partner James Baril, with support from Partner Jessica Abensour.

Washington DC-based Vox Global, which is part of Omnicom's strategic communications network, delivers creative campaign strategy backed by 'human-centered' insights. The new Vox Behavioral Insights division aims to help clients identify their audiences, understand who they are and the narratives driving their engagement, and 'positively influence' what they think and do.

By applying insights from data analytics and theories from behavioral science, the team helps develop campaign strategy, messaging and content, building audiences using Omnicom Public Relations Group's advanced analytics platform to identify the audiences most relevant for a campaign. The division then builds personas based on who these audiences are, where they obtain their information, who influences them, and what motivates them; develops the messaging and creative content most likely to resonate with them; and then targets them with digital advertising. This team will also use a patent-pending communications platform called omniearnedID, which uncovers audience behavior, and delivers trend analysis and predictive analytics.

Baril (pictured) has been named Practice Lead for the division, whose team of over a dozen have backgrounds in data, behavioral science, advertising, and environmental, social and governance.

Web sites: www.voxglobal.com and www.voxbehavioralinsights.com .